Journal of Tourism Sciences 2023 KCI Impact Factor : 2.7
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pISSN : 1226-0533 / eISSN : 2713-6388
- https://journal.kci.go.kr/JTS
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A Study on Fair Tourism Behavioral Model Using Theory of Planned Behavior
- Journal of Tourism Sciences
- Abbr : JTS
- 2015, 39(6), pp.95-112
- DOI : 10.17086/JTS.2015.39.5.95.112
- Publisher : The Tourism Sciences Society Of Korea
- Research Area : Social Science > Tourism
Lee Tae Sook 1, Kim Chulwon 2
1순천제일대학교
2경희대학교
Accredited
ABSTRACT
This research sought to investigate the tourism behavioral structure of fair tourism participants based on theory of planned behavior ('TPB') developed and planned by Aizen & Fishbein(1980) in order to investigate the essence of fair tourism behavior. The fair tourism awareness through the in-depth interviews was classified into ‘economic based awareness, nature based awareness, and social based awareness.’ A survey was conducted based on the main variables(attitude, perceived behavioral control, subjective regulations, and behavioral intent on fair tourism etc.) of planned behavioral theory and classified fair tourism awareness categories. The result and application possibility of the behavioral structure of fair tourism regarding planned behavioral theory was confirmed. As a result, this research has academic meaning by approaching through a concrete fair tourism sector instead of the existing normative fair tourism research, and is meaningful in the sense that it prepared a basis for systematic understanding on fair tourism.
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This paper was written with support from the National Research Foundation of Korea.